Yadea, a manufacturer of electric two-wheeled vehicles, has become the latest Chinese firm to partner with Fifa for the upcoming World Cup in Russia.
Yadea becomes only the second third-tier 'regional supporter' for the tournament, joining Russia’s Alfa-Bank, with Fifa having originally targeted up to 20 from five different continents.
As a regional supporter for Asia, Yadea will receive a range of rights, including LED board exposure during the event, access to tickets and brand association rights for its region.
Fifa chief commercial officer Philippe Le Floc’h said: “Yadea appeals to young people and to a more sustainable lifestyle, two aspects that are extremely important to us.”
Liu Yeming, president of Yadea Technology Group, added: “Being one of the most watched sport events, the Fifa World Cup fits seamlessly with Yadea’s strategy of internationalisation and premium positioning. Yadea will set its regional promotional campaigns in motion in parallel to the 2018 Fifa World Cup in order to engage with fans, so that more and more people can have access to premium-quality, electric-powered motorcycles, bicycles and scooters and enjoy a greener life.”
At the end of 2017, Fifa signed up China’s Mengniu Group, the dairy products company, as a second-tier official sponsor, the third Chinese company in that category, joining technology brands Hisense and Vivo.
There have been concerns that the Fifa brand, which was tarnished by developments such as the 'Fifa-gate' corruption scandal, would deter sponsors for the tournament.
However, Fifa said in April 2017 that it expected to generate $1.45 billion in turnover from marketing rights, including sponsorship, in the 2015-18 cycle.
The World Cup runs from 14 June to 15 July.